The 19th hole—that beloved clubhouse gathering spot where golfers relax after a round—represents one of the most significant untapped revenue opportunities for golf courses. While green fees and pro shop sales often take center stage in revenue discussions, a well-operated 19th hole can dramatically increase your course's overall profitability. In fact, food and beverage operations can account for 20-30% of a golf course's total revenue when managed effectively.
However, many courses struggle to maximize this potential, treating the clubhouse as an afterthought rather than a profit center. This comprehensive guide will explore proven strategies to transform your 19th hole from a basic service into a thriving, profitable operation that keeps golfers lingering longer and spending more.
1. Menu Optimization
Strategic Menu Planning for Different Dayparts
Your menu should evolve throughout the day to match golfer traffic patterns and expectations. Early morning visitors want quick grab-and-go breakfast options, midday players appreciate efficient lunch service, and evening patrons often seek more sophisticated dining experiences.
Consider creating distinct menu offerings for:
- Morning (6-11 AM): Coffee, breakfast sandwiches, protein bars
- Midday (11 AM-3 PM): Quick sandwiches, wraps, salads, burgers
- Afternoon/Evening (3 PM onward): Shareables, fuller entrees, dinner specials
Food Cost Control and Profitable Menu Engineering
Profitability begins with understanding your food costs. Implement these strategies:
- Calculate food cost percentages for every menu item
- Position high-profit items prominently on your menu
- Use the same ingredients across multiple dishes to reduce waste
- Create signature cocktails with higher profit margins than standard drinks
- Consider offering a more limited menu during slower periods to minimize waste
Signature Items That Create a Distinctive Identity
Develop unique offerings that become known beyond your course:
- A signature sandwich named after your course
- A distinctive house cocktail that references local culture
- Special post-round snacks that golfers can't get elsewhere
These signature items create talking points, encourage repeat visits, and bolster your clubhouse's reputation in the wider community.
2. Customer Experience Enhancement
Creating a Welcoming Atmosphere
The ambiance of your 19th hole greatly influences how long golfers stay—and how much they spend. Consider:
- Comfortable, durable seating arranged for both individuals and groups
- Golf-themed décor that's tasteful rather than clichéd
- Excellent lighting that transitions appropriately from day to evening
- Appropriate music that creates atmosphere without overwhelming conversation
Leveraging Course Views and Ambiance
Your golf course itself is your greatest asset for the 19th hole experience:
- Position seating to maximize views of the course, particularly the 18th green
- Create outdoor seating areas when weather permits
- Install large windows if renovating to bring the outside in
- Consider fire pits or heat lamps to extend outdoor seating seasons
Technology Integration
Strategic technology upgrades can enhance guest experience while increasing efficiency:
- Tableside ordering tablets to speed service
- Golf simulators for entertainment during inclement weather
- TV screens with appropriate sports content
- Quality Wi-Fi that encourages guests to linger
3. Revenue Maximization Strategies
Dynamic Pricing Strategies
Adapt your pricing to maximize revenue during different periods:
- Happy hour specials during typically slower times
- Premium pricing for tournament days when demand is higher
- Seasonal menu items that capitalize on higher-margin seasonal ingredients
- Bundle deals that increase the average check size
Membership Programs and Loyalty Rewards
Encourage repeat business with structured loyalty programs:
- Punch cards for frequent purchases (buy 9 drinks, get the 10th free)
- Member-only food and beverage discounts
- Special tastings or food events exclusively for members
- Points systems that reward regular patronage
Special Events and Tournament Packages
Use your 19th hole to create additional revenue streams:
- Corporate event packages that include food and beverage minimums
- Tournament catering with preset menus to streamline operations
- Private party options for birthdays, retirements, and celebrations
- Seasonal events like Oktoberfest celebrations or holiday parties
4. Staff Training
Customer Service Excellence
Your staff represents the face of your operation:
- Train servers to know golfers' names whenever possible
- Ensure staff can knowledgeably discuss both food offerings and golf topics
- Develop service standards specific to golf course dining
- Create scripts for handling common situations and complaints
Upselling Techniques
Tactful upselling can significantly increase your average check size:
- Train staff to recommend specific appetizers or desserts
- Educate bartenders on suggesting premium spirits
- Develop wine pairing suggestions for food items
- Create signature drink flights to encourage exploration
Cross-Training for Efficiency
Maximize staff productivity through versatility:
- Train servers to help behind the bar during rush periods
- Ensure kitchen staff can assist with basic serving duties when needed
- Cross-train pro shop staff to help with clubhouse operations during tournaments
- Develop clear systems that allow flexible staffing during varying demand periods
5. Marketing Your Clubhouse
Social Media Strategies
Leverage digital platforms to showcase your 19th hole:
- Post appetizing food photos regularly on Instagram
- Create Facebook events for special dining events
- Encourage guests to check in and tag your venue
- Respond promptly to online reviews, both positive and negative
Local Community Engagement
Extend your reach beyond golfers to the broader community:
- Host community events in your space during off-peak hours
- Create relationships with local businesses for cross-promotion
- Partner with local suppliers and highlight these connections on your menu
- Utilize free, advertiser-sponsored scorecards that showcase local businesses
By partnering with companies like Golf Skor, you can provide high-quality scorecards to your golfers at no cost through local business sponsorship. These sponsorships not only save you money on printing costs but also strengthen your course's connections with local businesses, creating a network of partners who may use your clubhouse for their own events.
Cross-Promotion with Golf Operations
Integrate your food and beverage marketing with golf operations:
- Include food and beverage credits in tournament entry fees
- Offer discounted 19th hole vouchers with lesson packages
- Create golf and dining packages for special occasions
- Mention 19th hole specials during starter announcements
6. Measuring Success
Key Performance Indicators
Track these crucial metrics to gauge performance:
- Average check size
- Food and beverage cost percentages
- Labor cost as a percentage of sales
- Sales per available seat
- Revenue comparison year-over-year by season
Tracking Systems
Implement systems to monitor performance:
- Modern POS systems with detailed reporting capabilities
- Inventory management software to track usage and costs
- Reservation systems that help predict staffing needs
- Customer feedback mechanisms
Continuous Improvement
Use data to drive ongoing enhancements:
- Regular menu analysis to replace underperforming items
- Seasonal adjustments based on historical data
- Staff incentive programs tied to performance metrics
- Quarterly review of pricing strategies
FAQ Section
1. How can I determine the optimal food cost percentage for my golf course's 19th hole?
Most successful golf course food operations maintain food cost percentages between 28-32% of sales. However, this can vary based on your location, clientele, and service style. Start by analyzing your current costs, then gradually adjust recipes and pricing to move toward this target range without sacrificing quality.
2. What are the most profitable beverage options to emphasize?
Craft beers, signature cocktails, and wine by the glass typically offer the highest profit margins. Consider creating a signature 19th hole cocktail with a compelling story tied to your course's history. Coffee drinks also offer excellent margins and can extend customer visits before and after rounds.
3. How do I balance quality and speed of service for golfers on tight schedules?
Create a designated "quick service" section on your menu with items that can be prepared in under 10 minutes. Train staff to ask if customers are on a timeline when they're seated. Consider implementing mobile ordering so players can place orders at the turn to have food ready when they finish.
4. What's the best staffing strategy for handling the fluctuating traffic patterns typical of golf courses?
Develop a core team of full-time staff supplemented by part-time employees who can be scheduled flexibly based on tee sheet density, weather forecasts, and event calendars. Cross-training is essential—everyone should be able to handle multiple roles during unexpected rushes.
5. How can I make my 19th hole appealing to non-golfers to expand my customer base?
Focus on creating an exceptional dining experience that stands on its own merits. Advertise scenic views, highlight unique menu items, and host special events like wine tastings or themed dinner nights. Consider renaming your restaurant with a distinctive identity rather than simply calling it "the clubhouse" to appeal to the broader community.
6. What technology investments provide the best ROI for 19th hole operations?
Modern POS systems typically provide the strongest return through improved inventory management, sales tracking, and staff efficiency. Secondary investments should include reliable Wi-Fi, strategic TV placement for sports viewing, and potentially golf simulators or digital entertainment options that can generate revenue during inclement weather or off-season periods.
7. How do I convert tournament players into regular 19th hole customers?
Create memorable experiences during tournaments with exceptional service and food quality. Offer tournament-specific specials that showcase your regular menu's highlights. Collect email addresses to send targeted promotions, and provide bounce-back incentives like "10% off your next visit" cards to encourage return visits.
Conclusion
Transforming your 19th hole from a basic service amenity into a profit-generating operation requires strategic planning, consistent execution, and ongoing adaptation. By optimizing your menu, enhancing the customer experience, implementing revenue-maximizing strategies, training your staff effectively, and marketing purposefully, you can substantially increase your golf course's overall profitability.
Remember that your 19th hole isn't just about serving food and drinks—it's about creating memorable experiences that complement the golf experience and keep customers coming back, even when they're not playing a round.
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